ACOG Committee Opinion No. 341. Ethical ways for physicians to market a practice.

Abstract

It is ethical for physicians to market their practices through any form of public communication provided that the communication is truthful and not misleading or deceptive. Communications should not convey discriminatory attitudes involving race, ethnicity, gender; or sexual orientation.All paid advertising must be clearly identified as such. Producing fair and accurate advertising of medical practices and services can be challenging. It often is difficult to include detailed information because of cost and size restrictions or the limitations of the media form that has been selected. If the specific advertising form does not lend itself to clear and accurate description, an alternative media format should be selected. Finally, any advertising that seeks to denigrate the competence of other individual professionals or group practices is always considered unethical.